Impact Of TikTok Video Adverts on Millennial Consumers’ Purchase Intentions Towards Makeup Products in China (Dissertation Sample)

Impact Of TikTok Video Adverts on Millennial Consumers’ Purchase Intentions Towards Makeup Products in China Abstract Popular brands in the global market utilise various methods to attract their consumers. Millennials are a large consumer market that brands aim to attract and influence purchase intentions. Millennials are a large market that brands market through the available channels. Among these channels is TikTok that allows brands and other users to share short videos to reach their viewers. Therefore, the aim of this research is to examine the impact of TikTok short video adverts on millennial consumers’ purchase intentions towards makeup products in China. This is by specifically examining the emotional appeal, informativeness, creativity, interactivity and relevance of TikTok short video ads on millennial Chinese consumers’ purchase intention. To achieve the aim of this research, quantitative approach was embraced, and data collected through questionnaires from 123 respondents which was analysed using SPSS (version 20). Consequently, this research established the emotional appeal, informativeness, creativity, interactivity and relevance of TikTok short video ads has a strong correlation with millennial consumers’ purchase intentions of make-up products in China. This research then recommends understanding what appeals emotionally to consumers as well as the existing tastes and preferences of consumers. Brands will then be able to provide relevant ads that are also informative. This research also recommends the use of TikTok filters and other editing facilities to remain creative and engaging with users on the comment section to communicate and handle any concerns they may face. Table of contents  TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc112501444"
Chapter 1: Introduction  PAGEREF _Toc112501444 \h
1  HYPERLINK \l "_Toc112501445"
1.1 Background  PAGEREF _Toc112501445 \h
1  HYPERLINK \l "_Toc112501446"
1.2 Research problem  PAGEREF _Toc112501446 \h
2  HYPERLINK \l "_Toc112501447"
1.3 Research rationale  PAGEREF _Toc112501447 \h
3  HYPERLINK \l "_Toc112501448"
1.4 Research aim and objectives  PAGEREF _Toc112501448 \h
3  HYPERLINK \l "_Toc112501449"
Chapter 2: Literature review  PAGEREF _Toc112501449 \h
5  HYPERLINK \l "_Toc112501450"
2.1 Overview of key variables  PAGEREF _Toc112501450 \h
5  HYPERLINK \l "_Toc112501451"
2.1.1 Short video ads  PAGEREF _Toc112501451 \h
5  HYPERLINK \l "_Toc112501452"
2.1.2 Consumer buying intention  PAGEREF _Toc112501452 \h
5  HYPERLINK \l "_Toc112501453"
2.2 Theoretical frameworks  PAGEREF _Toc112501453 \h
6  HYPERLINK \l "_Toc112501454"
2.2.1 Theory of Reasoned Action  PAGEREF _Toc112501454 \h
6  HYPERLINK \l "_Toc112501455"
2.2.2 Stimulus Organism Response  PAGEREF _Toc112501455 \h
6  HYPERLINK \l "_Toc112501456"
2.3 Empirical literature review  PAGEREF _Toc112501456 \h
7  HYPERLINK \l "_Toc112501457"
2.3.1 Emotional appeal  PAGEREF _Toc112501457 \h
7  HYPERLINK \l "_Toc112501458"
2.3.2 Informativeness  PAGEREF _Toc112501458 \h
8  HYPERLINK \l "_Toc112501459"
2.3.3 Creativity  PAGEREF _Toc112501459 \h
10  HYPERLINK \l "_Toc112501460"
2.3.4 Interactivity  PAGEREF _Toc112501460 \h
11  HYPERLINK \l "_Toc112501461"
2.3.5 Perceived relevance  PAGEREF _Toc112501461 \h
12  HYPERLINK \l "_Toc112501462"
2.4 Theoretical framework  PAGEREF _Toc112501462 \h
13  HYPERLINK \l "_Toc112501463"
Chapter 3: Methodology  PAGEREF _Toc112501463 \h
15  HYPERLINK \l "_Toc112501464"
3.1 Research philosophy  PAGEREF _Toc112501464 \h
15  HYPERLINK \l "_Toc112501465"
3.2 Research approach  PAGEREF _Toc112501465 \h
15  HYPERLINK \l "_Toc112501466"
3.3 Research strategy  PAGEREF _Toc112501466 \h
16  HYPERLINK \l "_Toc112501467"
3.4 Sampling  PAGEREF _Toc112501467 \h
16  HYPERLINK \l "_Toc112501468"
3.5 Instrument selection  PAGEREF _Toc112501468 \h
16  HYPERLINK \l "_Toc112501469"
3.6 Data collection  PAGEREF _Toc112501469 \h
17  HYPERLINK \l "_Toc112501470"
3.7 Data analysis  PAGEREF _Toc112501470 \h
17  HYPERLINK \l "_Toc112501471"
3.8 Ethical Considerations  PAGEREF _Toc112501471 \h
18  HYPERLINK \l "_Toc112501472"
Chapter 4: Findings and analysis  PAGEREF _Toc112501472 \h
19  HYPERLINK \l "_Toc112501473"
4.1 Respondents’ background  PAGEREF _Toc112501473 \h
19  HYPERLINK \l "_Toc112501474"
4.3 General questions  PAGEREF _Toc112501474 \h
20  HYPERLINK \l "_Toc112501475"
4.4 Descriptive statistics  PAGEREF _Toc112501475 \h
21  HYPERLINK \l "_Toc112501476"
4.4.1 Emotional appeal  PAGEREF _Toc112501476 \h
21  HYPERLINK \l "_Toc112501477"
4.4.2 Informativeness  PAGEREF _Toc112501477 \h
22  HYPERLINK \l "_Toc112501478"
4.4.3 Creativity  PAGEREF _Toc112501478 \h
23  HYPERLINK \l "_Toc112501479"
4.4.4 Interactivity  PAGEREF _Toc112501479 \h
24  HYPERLINK \l "_Toc112501480"
4.4.5 Relevance  PAGEREF _Toc112501480 \h
25  HYPERLINK \l "_Toc112501481"
4.4.6 Consumer purchase intention  PAGEREF _Toc112501481 \h
26  HYPERLINK \l "_Toc112501482"
4.5 Correlation analysis  PAGEREF _Toc112501482 \h
27  HYPERLINK \l "_Toc112501483"
4.6 Regression analysis  PAGEREF _Toc112501483 \h
30  HYPERLINK \l "_Toc112501484"
Chapter 5: Conclusions and recommendations  PAGEREF _Toc112501484 \h
37  HYPERLINK \l "_Toc112501485"
5.1 Conclusions  PAGEREF _Toc112501485 \h
37  HYPERLINK \l "_Toc112501486"
5.1.1 The impact of emotional appeal of TikTok video adverts on millennial consumers purchase intentions towards makeup products in China  PAGEREF _Toc112501486 \h
37  HYPERLINK \l "_Toc112501487"
5.1.2 The impact of informativeness of TikTok video adverts on millennial consumers purchase intentions toward makeup products in China  PAGEREF _Toc112501487 \h
37  HYPERLINK \l "_Toc112501488"
5.1.3 The impact of creativity of TikTok video adverts on millennial consumers’ purchase intention toward makeup products in China  PAGEREF _Toc112501488 \h
38  HYPERLINK \l "_Toc112501489"
5.1.4 The impact of interactivity of TikTok video adverts on millennial consumers’ purchase intention towards makeup products in China  PAGEREF _Toc112501489 \h
38  HYPERLINK \l "_Toc112501490"
5.1.5 The impact of perceived relevance of TikTok video adverts on millennial consumers’ purchase intentions towards makeup products in China  PAGEREF _Toc112501490 \h
38  HYPERLINK \l "_Toc112501491"
5.2 Recommendations  PAGEREF _Toc112501491 \h
39  HYPERLINK \l "_Toc112501492"
5.4 Limitations of the study and suggestions for future research  PAGEREF _Toc112501492 \h
40  HYPERLINK \l "_Toc112501493"
References  PAGEREF _Toc112501493 \h
42  HYPERLINK \l "_Toc112501494"
Appendix 1: Questionnaire  PAGEREF _Toc112501494 \h
50  TOC \h \z \c "Table 4-"  HYPERLINK \l "_Toc112665069"
Table 4- 1 Respondents’ Background  PAGEREF _Toc112665069 \h
19  HYPERLINK \l "_Toc112665070"
Table 4- 2 Respondents’ knowledge of TikTok short video ads  PAGEREF _Toc112665070 \h
20  TOC \h \z \c "Figure 2-"   HYPERLINK \l "_Toc112665203"
Figure 2- 1 conceptual framework (author)  PAGEREF _Toc112665203 \h
14  TOC \h \z \c "Figure 4-"   HYPERLINK \l "_Toc112665217"
Figure 4- 1 Time spent on TikTok daily  PAGEREF _Toc112665217 \h
20  HYPERLINK \l "_Toc112665218"
Figure 4- 2 Reasons for watching short videos on TikTok  PAGEREF _Toc112665218 \h
21  HYPERLINK \l "_Toc112665219"
Figure 4- 3 Emotional appeal  PAGEREF _Toc112665219 \h
22  HYPERLINK \l "_Toc112665220"
Figure 4- 4 Informativeness  PAGEREF _Toc112665220 \h
23  HYPERLINK \l "_Toc112665221"
Figure 4- 5 Creativity  PAGEREF _Toc112665221 \h
24  HYPERLINK \l "_Toc112665222"
Figure 4- 6 Interactivity  PAGEREF _Toc112665222 \h
25  HYPERLINK \l "_Toc112665223"
Figure 4- 7 Relevance  PAGEREF _Toc112665223 \h
26  HYPERLINK \l "_Toc112665224"
Figure 4- 8 Consumer purchase intention  PAGEREF _Toc112665224 \h
27  HYPERLINK \l "_Toc112665225"
Figure 4- 9 Correlation analysis  PAGEREF _Toc112665225 \h
28  HYPERLINK \l "_Toc112665226"
Figure 4- 10 Emotional appeal and consumer purchase intention  PAGEREF _Toc112665226 \h
31  HYPERLINK \l "_Toc112665227"
Figure 4- 11 Informative and consumer purchase intention  PAGEREF _Toc112665227 \h
32  HYPERLINK \l "_Toc112665228"
Figure 4- 12 Creativity and consumer purchase intention  PAGEREF _Toc112665228 \h
33  HYPERLINK \l "_Toc112665229"
Figure 4- 13 Interactivity and consumer purchase intention  PAGEREF _Toc112665229 \h
35  HYPERLINK \l "_Toc112665230"
Figure 4- 14 Relevance and consumer purchase intentions  PAGEREF _Toc112665230 \h
36  Chapter 1: Introduction 1.1 Background Young people throughout the world are attracted to short-video apps because of their enticing and engaging content (Oddity Asia, 2022). ByteDance platforms i.e. Douyin and TikTok have dominated the global short-video apps market drawing attention from all generational cohort of consumers. In 2020, TikTok dethroned Google as the world’s most visited website domain (Bargeron, 2020). The app has been downloaded almost 2 billion times, suggesting its global popularity Since its launch in 2017, TikTok has gained over 2 billion followers, with 90% using the app daily (Bargeron, 2020). Over 86% of TikTok's revenue comes from China alone. Millennial consumers, born between 1984 and 1995, have been using TikTok as a marketing platform recently making it the new generation marketers should target (Khwaja et. al, 2020). They can learn more information than prior generations at their age since they are digital natives. With a link to the internet, they ca...